In the realm of data-driven technologies, the management and protection of sensitive data have emerged as critical challenges for organizations across diverse sectors. Unsupervised machine learning algorithms (also known as self-learning) such as technologies pioneered by Secuvy have revolutionized data discovery and have proven to be particularly adept at addressing these challenges, showcasing unparalleled capabilities. Here we explore the reasons behind the superiority of unsupervised machine learning in this domain, emphasizing the key attributes that make it a preferred choice for businesses aiming to expand their data discovery, and fortify their data privacy and security measures.